After L’Oréal Paris’ sales contributed an estimated 75 percent of the overall growth in the hair-care market last year, largely stemming from its amply-marketed Advanced Haircare launch, the brand is delving deeper with a new styling line.
Similar to its predecessor, Advanced Hairstyle, rolling out on Wednesday, is a performance-oriented collection designed to shift the paradigm, this time of the styling category.
“We want to encourage women to think of styling products as less of a commodity,” said L’Oréal Paris president Karen Fondu. “When it comes to styling, we know the three things women are looking for are: products that hold their style well, help them achieve a certain look and provide long-lasting results.”
To deliver those results L’Oréal included a new proprietary technology — comprised of micronized styling polymers — said to help a consumer’s desired hairstyle stay in place longer.
With 14 stockkeeping units, the line is centered on five modules — Lock It, Boost It, Sleek It, Curve it and TXT It — each said to deliver a different result. The collection features products like Elastic Curl Mousse, Iron Straight Heatspray, Tousle Waves Spray and three different hair sprays for varying degrees of hold.
Also like Advanced Haircare, Advanced Hairstyle is packaged in similar black-based bottles and has formulas that feature with Arginine-K Complex, a blend of amino acids and proteins also found in Advanced Haircare.
“When Advanced Haircare launched in January 2013, our vision was to disrupt the hair-care category by transforming how women care for their hair,” said Fondu, adding that the brand’s Advanced Haircare offering was a push toward a three-step regimen, with treatments as a key to the classic cleanse and care ritual. “Our ambition is to grow the styling market. It is currently fragmented and experiencing stagnant growth.”
Since the launch of Advanced Haircare, L’Oréal Paris’ treatment sales have gone to represent 22 percent of sales versus 10 percent in the category. In 2014, the franchise will be expanded with the launch of two new modules designed to tackle lack of volume and extreme damage.
Although the company would not reveal sales information, industry sources estimate the new styling line would have a similar impact as the Advanced Haircare range, which is estimated to have generated $100 million in sales in its first year at retail. Because the styling category is approximately one-third the size of the shampoo/conditioner and treatment market, industry sources expect Advanced Hairstyle to produce sales of between $30 million and $35 million in its first year at retail.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast